摘要
互联网平台对消费需求的挖掘和促进发挥着独特作用。文章以跨境进口电商平台顾客为研究对象,将赋权理论与顾客行为理论相融合,基于二阶结构方程模型,分析了互联网平台赋权与顾客忠诚度的关系,并揭示了顾客融入对其产生的影响。研究发现:互联网平台赋权能显著提升顾客忠诚度,对顾客参与和顾客信任产生积极影响,并且顾客融入在其中发挥了重要的中介作用。研究旨为在新发展格局中形成强大国内市场提供有益建议。
The Internet platform plays a unique role in mining and promoting consumer demand.Taking the customers of cross-border import e-commerce platform as the research object,this paper combines the empowerment theory and customer behavior theory,analyzes the relationship between Internet platform empowerment and customer loyalty based on the second-order structural equation model,and reveals the impact of customer integration on it.It is found that Internet platform empowerment can significantly improve customer loyalty,and has a positive impact on customer participation and customer trust,and customer integration plays an important intermediary role in it.The research aims to provide useful suggestions for forming a strong domestic market in the new development pattern.
作者
朱勤
刘玥
郑梦洁
ZHU Qin;LIU Yue;ZHENG Mengjie(School of Economics,Zhejiang Gongshang University,Hangzhou 310018,China)
出处
《华东经济管理》
北大核心
2023年第2期111-119,共9页
East China Economic Management
基金
国家社会科学基金项目“数字贸易促进我国全球产业链位势提升的机制及政策研究”(21BJY054)。
关键词
互联网平台赋权
顾客忠诚度
跨境电商平台
顾客融入
Internet platform empowerment
customer loyalty
cross border e-commerce platform
customer engagement
